Speaker 1: (00:00)
You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Billson and Tom Breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.

Speaker 2: (00:14)
Hey, how are you doing? This is Oli Billson and I am with Tom breeze. How are you doing? Hello? No, I'm good. Very well. Thank you John. I nearly forgot my name there so I'll go start. But yeah, I'm ready to right now or you can you tell me don't again. I'm going again. All right. Okay, here we go. Here we go. Okay. Hey, how are you doing? This is Ollie Billson and I'm with Tom breeze. Hey Oli, how are you doing? I am good, Tom. We are both in black for those people that can see is on the video man in black.

Speaker 2: (00:55)
I feel kind of like a bit of a Ninja. I'm like all in black and it's in, it's hot. It's hot here today. And the funnel Ninja. All Ninja. Yeah it's a good product. That is by anyone. If anybody wants to be anywhere, go and get involved with a, a GKIC Dan Kennedy project products yeah, Ninja funnel. Oh, not fun. I'm Angelo. No, I, no one's got that. Yeah, nobody's got that. But again, get the domain to be honest. Cool. So, I know that we talk a lot about, the kind of results triangle as I would put it market message media and often how we try and align, or sell from a marketing perspective to try and get the message is as close matched to the avatar as we can do to increase conversion rates on whatever it may be. And we've talked a lot about that, about how we can do that but you've also got quite an interesting spin on the, the message, the marketing message to actually the moment that somebody is in and I just wanted to explore that a little bit more so you can put some more context around that and kind of dive into to how that works, and why it's important.

Speaker 3: (02:26)
Yeah, for sure. And I think I explained moments and then we've spoken about moments before and it's, it's a bit of a, a psychological standpoint, but I'll try and be as clear as possible as I go through this and it's really trying to make sure that any advertising, any promotion you do, when we think about our clients that we promote, we almost look at it as like, how can we make it inevitable that someone that could be interested in our client's product gets to see what the product is all about and wants to get out more. We kind of like, how do we make it inevitable that they're going to be seen, they're going to be liked and are going to want that consumer is going to want to buy. And that's, it's quite a big task when you take it on board when you think, right, there's so many different ways of doing it.

Speaker 3: (03:12)
How do we do it? What we say? And all of that comes into play because I know that sometimes we're going to YouTube or go on to Facebook or wherever it is that we're at. And we see irrelevant ads all the time. And we know that it's just like we see it and annoys us. It gets just frustrated and just doesn't have to be that way. And there's people that just keep on bombarding people with the same ad all the time. It's the wrong way of doing it and there's a much, much better way, but it's a, it's time to get a really deep understanding of our customers and showing up at the right times basically and saying the right thing in those times as well. And it's, there's two sides of it. There's one theory of it and then there's one that's the application and hopefully about to tap into both because I think that will really be a key area.

Speaker 3: (03:53)
But just so we're aware of, some context here and getting a bit of flesh on the bone so to speak I have talked about, cause I'm writing a book on this at the moment. We've got kind of like case studies that we'll use like weddings, or we'll use things like, someone running a marathon or someone who's starting up their own business. But, let's put ourselves on the spot here and so we can see, you can see how I would think about things so Oli, and this is, this is not one of those like magic tricks, which is kind of like, Hey, let's just grab someone random and the audience and you know who it is. But, this is actually one of the scenarios. Like, okay, let's, let's think about different type of business. They're in bricks and mortar online, whatever it is. I don't really mind, but I want to use that as the case study as such, to be like, right, we can think about how we will get in front of those customers, if that makes sense. So do you have an idea of what type of business you can think of? Okay let's put you on the spot there. Yeah, no, no okay. Let's think about, maybe a spa. A spa. Okay, cool. Okay. Health and fitness type small, you've go there kind of a BT spa, beauty spa. Okay.

Speaker 2: (05:09)
Well you're more familiar on this topic. The ne of good skin is you spend far too much time involved in something now. Thanks mate. That's fine. You've got, ha you say, so basically you've got a head start on the, on any insider information in regards to this they spa.

Speaker 3: (05:33)
Yeah. Which by you talking to so many around me. Yeah. Okay. So spas all right, so, well let's say for example, you're a spa owner and you're looking to get more customers, but you know, in the regular places it's going to be expensive. So, by advertising on somewhere like Google in a local area and advertising on keywords like spa in [inaudible] or luxury spa in London, let's say for example, you know, that's where everyone is advertising. And so it's much more expensive there. And that's why I think a lot of people have struggles with. It's like not finding those areas, which are like little pockets that you think, wow, that's become so lucrative for us and they never really tap into it. So hopefully we can, any spa owner that's listening, this should be a good episode for you. Well, hopefully I'm, I'm banking on the fact that this content is going to be good.

Speaker 3: (06:25)
So we'll see how this goes on so when a potential customer for a spa, is thinking about going to the spa and I'm, I'm kinda thinking of a, a new customer as such, like someone that you haven't had before because there's email marketing, there's like, is that regular kind of like follow up and things on the loyalty cards and stuff. That would all play a part. This is kind of like trying to get in front of new customers that would be potentially interested in joint, like going to a spa what you could do is you think about the customers you're currently getting to your spa and the reasons they're coming to you in the first place. And then you're kind of picking up a bit of an avatar. So to speak of saying, right, some people that come to us coming to us, maybe, maybe they've got a wedding that's coming up and they want to get a facial for their kind of upcoming wedding or they want to, come down with their goals.

Speaker 3: (07:15)
That part of the, Hendu for example, or some like there's gonna be a wedding type, customer that might be a regular there might be other kind of like scenarios as well, but that's when I can think of for now what is a good idea is to understand that if you're going to choose that type of avatar, it's a case of like working out the three mindsets they'll go through before making any purchase and this is like along with their behavior. So the first thing they'll do is they'll kind of like, they'll might, for whatever reason, peak an interest in potentially being interested in going to a spa. That might be because they've just had a conversation with a friend who said, Oh, I went to this amazing spa of the day or, Oh, before my wedding I went to this.

Speaker 3: (08:00)
Very nice luxury spa or whatever it is. They could have a conversation with somebody. So it could be like an environmental thing that someone else has sparked an interest in you you might see like a, an ad somewhere like that might kind of like we might walk past the spar one, but it's going to be so many different reasons why you could almost, or something be interested in going to a spa. The fact that you're getting married could also be another reason as well. So is that going to be the interest phase? Then there's going to be the point at which they become so interested. They're now actively doing their research as to what spa they want to go to. And so they might look up online and might kind of look at what local spas are around them, what luxury ones there are.

Speaker 3: (08:38)
And then they're going to be at the point of making a purchasing decision. So they're in that buying stage at that point. Like a, another little moment there'll be in, which is like, right, which one do I side? Do I decide on the side, on spa or spa B and there's going to be a number of different reasons where someone might be interested. So you've got three stages, you've got the interest, then you've got the research phase, and then you've got the decision phase. But as a spa owner, knowing that now knowing that there's three levels, most bar owners will advertise to people when they're in the research phase. I'm sort of being like saying spa or luxury spa in London, that's what someone's typing into Google or YouTube or the best luxury spas in London for example, anything like that. They're actually doing their research and that's the most expensive place to be.

Speaker 3: (09:24)
The next stage on which is the buying phase, that's always a good time because you want to use things like if you have gotten them up to date and you want to do some email campaigns like we talked about ready, in previous episodes. But also you can do some heavy remarketing as well. So if someone's comes to your website, spend a few minutes on like the booking form page for example. And you know that they're there and they haven't yet booked in sending them loads of ads and kind of good reasons for coming to the spa. That's going to be a good point to advertise to those people, but getting in front of that audience earlier, we're at the point where they could be interested is where like 80 this is estimated that 87% of people who are interested in spas are at that stage and it's difficult to get in front of them, but one way is doing it is to take that avatar and try and really step into the shoes of that person and think, right, maybe they might go to a spa, it's going to get a facial for the wedding day.

Speaker 3: (10:20)
It might be a week before the wedding, right? They're not gonna if they've just been proposed to, they're going to be thinking of the 101 different things that they just said. Yes, and I've just got engaged. I'm gonna be thinking of 101 different things. Going to the spa is way off their radar right now. Not something they're interested in just yet because they've got ages to think about. They've got many more important factors to come into play. But later on, like what you've got to think about what they might be researching at a time that is closer to the wedding day and you might say, right, they would probably want to book in their spa session, which will be a week before their wedding may be, but it's actually book in that might happen a month in advance. So you're kind of looking about five, six weeks prior to the actual wedding day and what other things they do and their research on.

Speaker 3: (11:06)
Or even before that as well, like in that period would like six to 10 weeks prior to their wedding day. What sort of things they're looking for. And at that time they might be looking for things like luxury cars for example, to take them from the church, the reception or to turn up on the day. Or they might be looking, I mean it'd be a little bit late for bridesmaids dresses. I would have thought they would have that sorted by then and flowers and photographers and things. But you could also think of maybe some other things like maybe buying favors. I, I know that people buy favors for wedding tables and things and that's the sort of thing that can be considered something that would be in the last few weeks, 10 weeks to go may be. That's the sort of thing that I'd be looking for.

Speaker 3: (11:45)
And so as a savvy spa owner, you could be like, right, if people are looking to buy, table plans or favors for the table, that's when you should also advertise. It's a much cheaper place to be advertising and if they're going to certain websites that are about, uncertain kind of blanket purchase pages and stuff like that, you know, they're going to those pages. You can actually advertise on those pages as well. So quite a, just cause I've done a bit of research in this, like the nots.com is a very famous, probably the most popular wedding, website out there. And you can actually show your video ads on that website. There's a Google display network, adze from none there. And so you could say, right, if people are looking particularly for favors, wedding favors, that's the point of which I want to put my ad in front of those people for my spot, knowing that the time is probably going to be right for that audience.

Speaker 3: (12:46)
And so you can, and then you can obviously do radius targeting. So you can say, I only advertise to 15, 20 miles outside of where my spar is. But you can do like a wedding package as such. And there's also the same time as you could do like honeymoon type packages as well. You can start advertising to those people at those times. But we are trying to do, as you're trying to go back in time, on your customer's psychology and think, right, what are they doing at the point where they might be starting to be interested in booking in a spa? Like what was their behavior at that time? And that's the point of which you can get in front of them with a special wedding day package because they're the first to get into that and give them good advice or gives them, some good quality offers at that point. There's so much more likely to take you up in that moment and you're advertising where it's cheap, not where all the other spots are advertising as well.

Speaker 2: (13:36)
Yeah, I, I get that. And I guess in a way it's, it's almost the way that we think about marketing funnels. Why, where you've got milestones that you're trying to get people to, you know, they opted in, they need to get to the, the, the, the next step. You know, they got to their spec, they need to get to the next step. And you know, you're tracking that well actually, you know, using that kind of the same kind of model of milestones, and also maybe contingencies. If you look at that journey that somebody is going through, think about those milestones, you know, if they get engaged, well, let's think all the way back, let's like reverse engineer it. So if they get engaged, then you know, you know, there might be certain things that they're going to be doing once they get engaged, right.

Speaker 2: (14:23)
And maybe engage them passe maybe there's a pre engagement party opportunity for the spa. Maybe if they're thinking about a Hendu, maybe they're thinking about that there's an opportunity to have a group to the spa, maybe opportunity when they become a customer. Either of those things that we give them an invitation or market to them for when that before our wedding day is because we found that out during the process. So there's the, I really liked the idea of, of two things there. I think one is, this idea of thinking about the journey, kind of stepping into the shoes of where people are a given part, given points of that, of the process before getting to you and more specifically the moment that they ran. I think that's just that, that, that's so, you know, so, such a good way of thinking about it because, you know, it goes some, some people will be listening to this and, and listen to what you just said.

Speaker 2: (15:33)
We'll see this on different levels. You know, for me, the most simple, the most simplistic way of looking at this, it's, Hey, Oh yeah, people are going to hop onto YouTube because now they're in a decision, a point of just reviewing a few different places. You know what it's like here, what it's like that, yeah. At one level that's, you know, the most simplistic stage or way of thinking about this, but actually really drilling down to each of these different milestones is just, you know, critical to be able to, to, to, to introduce, create that awareness, for, for, for, for what you've got to offer, especially in terms of acquisition of new leads. And I think not leveraging, the opportunity that's available to you with the information that's gathered through Facebook, through YouTube and Google, from what we know, is, is missing a huge opportunity regardless.

Speaker 2: (16:39)
I mean, we, we just made that up. I mean, we did, you know, rarely we come to these podcasts with some kind of show notes, you know, I know you completely put me on the spot, you know, so, but you know, that, that that's very true. And just in that short period of time, just thinking about that, I mean, there's so many things going through my mind that I'm thinking, Oh yeah, you know, if I am despite, you know, if they went to a cake shop, if I'm thinking about, you know, buying a, a wedding cake, you know, you were talking about wedding cars, I'm thinking about maybe a stylist or people that are doing their hair. Could we collaborate or work with those people? Are you thinking about this is this thing, it's just, yeah, when you really dive into that, I get that.

Speaker 3: (17:22)
Yeah. And this, this is the thing is, is like, it's knowing that your prospects go through these free three phases, right? They go through the interest phase, which is the most difficult one to crack. But if you can crack that is cheap and there's so many people that you can get in front of and you've got the research and then you got the decision phase. But the really interesting thing is, is that all behaviors change through those moments. So let's just flip around, do a different thing altogether. Let's say you're buying a TB for example, now on, and nothing about TVs apart from if it looks nice and it's up on the wall and it's got clear color and it sounds good, I'm happy. I don't know what, I don't know if that makes sense. I just really don't know much about TVs the fall, I'm gonna go and buy a TV.

Speaker 3: (18:09)
I know I'm interested in it because I'm like my old TV broke or whatever it is. I'm like, just most all my friend's TV and I thought, that's great. Or I saw TV ad and I was like, great, I want to buy that TV for example. And then I would go and do my research. At that point. I would go on review sites, I would go on YouTube, I would go on all these different places at that research moment. And at that moment, I'm not interested in someone saying to me, buy this TV because it's the best one out there I'm much more interested in, say someone's saying to me, here's the top 10 TVs voted in 2016 or something like that. And I'd be like, ah, that's what I want. I don't want someone promoting their TV just yet, if that makes sense.

Speaker 3: (18:48)
Cause I'm not in that, I'm not ready for a decision just yet. I'm still doing my research. So you need to give me research information and then the, then when I'm getting closer to that purchasing decision maker when I'm actually been on someone's websites, I've checked out the model type or I'm going to YouTube non typing and natural model of TVs and looking up this type of model review. For example, at that point I'm in a decision making model and that's a point where you're advertising. If you want to get in front of that audience at that point, that's a point where your advertising needs to be. I'm more a case of like, Hey look, we're, we're running a deal on this TV, which has been voted in number two in 2016 we're running a deal on it right now would you come back to the website to find out more if you qualify for this particular deal?

Speaker 3: (19:32)
Something like that. I mean, so it's like that ad at that point is so much more engaging to me than it would have been a week ago when I was doing my research and, and if I was just like not even, I mean if I was in an interest mode, what I'm interested in, let's say home design of a lounge for example, I know I'm probably going to get a new TV because I'm interested in doing my lounge. That's the point where I need a completely different video at that point or an ad at that point. Because at that point when I'm in my interest phase of I want to redesign my lounge, well my living room at that point, I need an ad that something like this is the most discreet TV. You will never see it because it's so thin against the wall and then makes any living room looks so awesome or something like that.

Speaker 3: (20:14)
Okay. I'm interested at that point. I probably wouldn't buy, but you've got me remarketed I might be on your list at this point and you've thrown your hat into the ring. A very early stage. So then later when I'm starting to design my living room and my, or we should really budget for this TV. Yes, it's expensive, but it could be amazing. But that ad to show me that was very cheap at that time, because it would be on different websites and the messaging would be different but it's just understanding that trying one ad out and thinking that you can just put it out to everybody. It might work. It, it's a way of doing it, but it's so much more efficient way where you don't have to annoy people and you can, if you're clever about it, you can really run some very, very effective campaigns, kind of talking to your prospects in whatever phase they're in giving them what they want at that stage as well. And, it's just a difference of three different videos or three different image ads or whatever it is, but you know, the timing and that's key questions for you, in one which, whether they would want. And then I'll give you an example of something that happened to me recently, which, we could also use an example, as well in terms of my, how, how I went through that process from beginning to end. One would be what, one question I have for you before that though is how do you kind of segue between one abs in one phase to another, add in another phase when you know that they're going to be moving hopefully from a to B and then from B to C. how do you segue? Is the segway, the return path possibly with a remarketing ad, because you know that they saw something in, you know, stay J. And so a one, a one is a remarketing as you're trying to get them to Bay and then to get from B to C they go to be warm. How does it work?

Speaker 3: (22:10)
Okay, cool. So that's a really, really good question and I think I might have a very good answer for you as well, but you'd be the judge of that. So, so we, we did a lot of research and thought like what, cause we've done so many different types of video ads, different styles and, and and we've kind of, through the process of looking over everything again and again and again, we've kind of come to this realization that man, everyone's in different phases and we've got to show different assays, different people at these different phases. And no, they go to different places at those times as well and so like if I'm in my research mode, I might go to places, like for our living room for example, I might go to Pinterest for example, or I might go to, a house like [inaudible] dot com just cause I have been doing my lounge recently.

Speaker 3: (23:00)
I might've been recently, but, what we looked at was what would we say in the video ad if we knew where our customers were at psychologically. And if they're in the, interest moment, we often start the video with kind of a, did you know, type intro to the video, Hey, did you know that this product is all like, or did you know that if you do this, you'll achieve this? So it doesn't matter if you are in the eCommerce world or if you're in the training world or kind of like if you're looking to generate leads or buyers or whatever. It, starting off with that psychology of like a revelation, a, Hey, did you know this? And it's sparking interest and at that point you're kind of just describing more about the products and, and hoping to glean someone's interested. So then get them back to the website.

Speaker 3: (23:46)
Because if going back to the website, you can remarket them at that point and you know, they're in their interest phase. Now if they're in the research phase, you start to want to really provide more content at this point. So if it's a product, then what we recommend is, is showing more of the features and how the actual products works, demos, that sort of stuff. If it's more of a service-based business, you might want to show some case studies or some how tos or some step-by-steps so people can feel like, Oh yeah, I can see how that would work and how that would work for me as well and then if you were in someone's in their buying phase, you want to kind of run ads to them, which is kind of like, it's the proof type ads where it's like, Hey look, this really works with running a webinar this evening.

Speaker 3: (24:33)
Come and check us out. Or, this product is being discounted for this week only, or kind of like some sort of deal, some sort of urgency. We basically kind of moving into an urgency state to say take action now because it's going to be perfect timing for you. Now there is a way where you can say right, run those three different types of ads and three different types of funnels off the back of that as well. If you want to be clever about it. What we've realized if we script it intelligently, what we can do is actually like sandwich those three together. So if you're trying to get in front of people with the interest, and they're kind of like, let's say for example you're advertising on Facebook and they've shown an interest in home design or you're on a websites that they are interested in home design, or if you're on YouTube and you're looking up how to design my lounge or living room or something, then you might show them, Hey, did you know, get that intro done, which naturally flows into the next part of the video, which is like, so let me show you four ways in which this can be applicable to you.

Speaker 3: (25:31)
Or let me show you this, the three features of this product that make this product so damn good or something like that. So you can flow from that interest style ad into the content style ad. And then you can do the same thing with the last part as well. So you can kind of like stitch that last bit on to say that, Hey look, if you're ready and you want to find out more, we have a deal on this right now or we're running a webinar tonight or we've got a video that you can go and download right now. Go and do that right now. And so you can, you basically can take someone from the interest phase all the way through to the agencies phase and get them to convert there. And then, so that can work like that as one ad. But then if you're getting in front of someone based on the fact that they are in the decision making model, then just showed them the two, two last sections of that video ad. That makes sense. So you kind of like, you record one ad, but you actually just take the first interest section out and it stands alone by itself. Like, okay, so let me show you three things about this new products on the market. There's just so cool. It starts like that. You're right, it was a clever answer.

Speaker 3: (26:33)
I love that. Okay, well that really explains that clearly to me. And this came, you know, by prevalent to me recently because our video producer, he wanted to buy a new, some stabilizer for his, for our [inaudible] for our camera and Panasonic Lumix GH for yes, that on the podcast. But if you do want to send us free, the, the, the problem is obviously if your, your, doing panning shots or your doing handheld stuff, you know, it's, you need something to stabilize the camera rather than a tripod. If you, you know, you're walking around and you're following somebody, those kind of shots. And so he kind of explained to me that we needed this thing and you know, he's a lot more adept, the main terms of what we needed. So we did some research and said to me, it's going to cost you 750 pounds. So this wiz-bang kind of thing. And out of curiosity, I kind of came, I was like, Oh, I don't really understand like what this is.

Speaker 2: (27:57)
I get the concept of stabilizing the camera like a tripod, but I'm intrigued like how does it work? And it turns out these things, these, these things have got like a gimble in them which stabilize them. And I didn't know that they were electronic. Now Amy found these things out through going onto YouTube and initially actually searching for DSLR stabilizer. That's kind of where I started my kind of journey, very broad, rarely kind of with some interesting that then came, may naturally gravitating to best DSLR Stabler's 2016, which then gave me some reviews and things like that. And then I came to, the, doing further research into which of the top ones that were, would be applicable to our camera. What would work with our camera, what would work with our budget because I with the best, didn't necessarily mean that they would fit within our budget.

Speaker 2: (29:09)
And if we're going to make an investment, we want to make sure that, you know, it's going to stick with us for some time and isn't, you know, we're not going to have a problem with it. So there was further than, research and qualification of it and then we kinda came into that buying decision. I've, you know, I've got some few remaining questions and what at that point really just tip me over the edge of, by the way, if you're sort of down to these two and you know, the reviews often start quite broad of lots of cameras and basically just came down to people reviewing two different ones and this is the best one for your situation. So that was it. I was done. And then I went online to look for the best place to buy it from.

Speaker 2: (29:59)
In terms of price, what was the best price comparison I could get it for, could we get it shipped from a place in the UK rather than China? What was the overall cost? What was interesting was of course there was nobody throughout any of those moments that I was in that actually was a retailer that actually would have gotten my purchase if they would have brought me through that journey. And I ended up just buying the, you know, the from the, the eCommerce shop, the offer the right delivery at the right time at the right price. And it could have been them or their nearest competitor that could have got met. Lots of other people that might not have been so diligent over their research as I was that they would be making a whole load more sales if they'd had gone through that process.

Speaker 3: (30:49)
Exactly. And, and this is the, this is the really interesting thing is that, you know, that you like at those three different phases, you are searching for different things and you would have maybe been on YouTube for sure. We would have been on a host of other websites as well, especially in that interest phase. We like questions like do I need a stabilizer? What is a stabilizer sort of thing. Those types of questions and if I just said, if I knew who typed that in and you were on a certain website that was like on a webpage that was about what does a stabilize actually do and do I need one, that sort of content. And I was like, here's the best stabilizer ever going to buy it for $750 you would've been like, ah, I'm not, I'm not sure if what I just doesn't resonate with me.

Speaker 3: (31:34)
I'm not, even if I go to that site, I'm probably not going to buy straight away and probably not even gonna be interested. What is it that same company knew you were in that moment because they know what you're looking at on the website on our website and they showed you, cause you can get YouTube ads to display in different, in different websites using the display network. But at that point, if there was a video ad there that said something along the lines of, Hey, I'm in this video, I'm going to talk about stabilizers, whether you need them and what one did you go for and like, and that was the start of the video. You'd be like, right, I'm in, I'm ready to listen to what this video has to offer. And that would have been that interest section of that video and then then it would have brought you into, so today we're going to look at is this particular stabilizer, which is one of the newest on the market.

Speaker 3: (32:21)
It's a really good one and the pros and cons as well as how it works and what's really good about it, what's not so good about it and went through the whole thing, the whole spiel of why that is really, really good. All the features and benefits in that content section, which would imperfect for other moments you are in. But we've kind of guided you through that process quicker. And then the end of that video will be the more urgency based, language at that point to say, Hey look, the great thing about this is it's right now on deal on our website and it's a limited offer for the next 50 products that are being sold as soon as I get sold, you won't see this out any longer. But right now we've got an amazing deal on it.

Speaker 3: (32:58)
So if you wanna go and check it out, that's the website to go and check out or even, if you would like to reserve for our next sale, filling your email here for example, or something along those lines, just to get that urgency, get that connection. Cause you might still be in your research mode and we pushed you posted towards a sale. You're still not ready because you're still like, well, I still want to go check out some more stuff, but we've got your email and we know that if we've got it a good deal, running is a good product. You might end up buying our one anyway sort of thing. So, you know, your, your cost effective advertising at that point is all about meeting someone at the moment. They are in the research moment at the bar, at the interest moment, at the buying moment, whatever moment they're in.

Speaker 3: (33:37)
It's making sure you get in front of them that right communication and that is what really makes it very, very successful campaign. And it's not just about, this one product that people might buy, for example, because I know we're writing ads right now, knowing that in the interest phase for some of my potential prospects, they're kind of could be in a state where they're like, I'm either looking for more customers, which would be one thing, but it could be looking in the wrong. I sit in the wrong place for looking, getting more customers. But they might be looking at something like SEO. They might say, how do I get my website ranked? Or something like that. And we have to infer that like, well, really they're looking to get more customers and we've got a better solution than SEO or at least I believe that we do.

Speaker 3: (34:22)
And that's the point where I might say my intersection might be like, Hey look, if you're looking to promote your business through either SEO, social media, email marketing, and there's all these different things that are so complicated, one of the best things that's working right now is YouTube advertising. And let me just before we get into, let me just show you four ways in which you can run video ads for your business. So then you instill content phase so you can kind of hijack other people's searches and the fact that you know, they're looking at that and just thinking, right, if they're looking at SEO, there's going to be essentially injustice them what I've got, but I've got to do a good job of turning them into a hot prospects at that point. It's just understanding that your customers go through all these different phases, but it's that interest phase.

Speaker 3: (35:03)
If you can like map out those moments that your customers go through in those interest phases and think, right, I know specifically what they're going to be looking for. Then that's the point at which you think, right, I can advertise in so many more places now and it can still be really, really cost effective as long as my ad talks to that moment if you try and say, here's how, here's the best performing YouTube advertising campaign and someone's looking up SEO, they're not interested. So you have to be a bit more clever about it. And, you know, I would encourage anybody to think about their own buying behavior and decisions that they've made and just think through that. You know, when you started talking through those moments, I immediately gravitated towards, Hey, well, you know, we just went, you know, if I just think back through how we got through to buying that stabilizer, you know it, even though it's something completely different from your own business, you can learn a lot from thinking about that because you know, you can really get into what needs to be done, what needs to happen to be able to explore these opportunities that's available to be right now, with YouTube and it also, I think it really helps you prepare yourself to, you know, better, more direct copy of it's a script, for, for, for that, for each of these, because of course you're, you're preempting that behavior because you know what they're looking for.

Speaker 2: (36:32)
And incidentally, by the way, in case anybody was wondering which was the stabilizer, what was the stabilizer that we've, we bought a, beholder S one, and I can absolutely tell you for sure it's the best thing since sliced bread but, we should, we should tell them that we can send them to us anytime they like. Exactly. Yeah. But here's the interesting thing. I just wonder if the company that we bought it from who also sell very expensive DJ Phantom advanced drones will not be marketing to me and room will not be marketing to that customer's after I'd spent 700 odd pounds on this stabilizer. actually, if I bought some level of advanced video equipment that I might, while also be interested in drones and you know, so this just continues to, to, to spark a conversation. And it's, it's super interesting. So, thanks very much for sharing, moments, Tom. It's been awesome and look forward to continuing the conversation in the next podcast. Of course. Sounds amazing. Thanks, doll.

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